George makes cakes. His day begins at 4:00 AM and ends at 6:00 PM, Monday through Saturday. Something he’s been doing since he retired from the Marine Corps over 34 years ago. George loves his job and doesn’t think of it as work. His cakes are well known and loved by his small army of raving fans. I know, I’m one of them. However, his family-owned business, Bakery By George, doesn’t have a website, only takes cash or check, and is located on the opposite side of town where most shopping is happening. Because of this, he misses a lot of new customer opportunities.
Tiff’s Treats sells and delivers “warm” cookies. They have 19 stores in four major metropolitan areas in Texas. Every Monday, subscribers receive an email with a picture of the weekly special and a coupon good only for that week. All you do is click the “Order Now” button in the email and then a few clicks later you’ve submitted your order. You can pick up your cookies, or they will deliver. And yes the cookies are warm! Most of their business is repeat and referral, and they use targeted marketing. They have systems and good business processes in place that keep the customer engaged and happy. They are also always ready to share a good story too!
Bernadette Jiwa says, “For every action you take in your business, every signal you send and story you tell there will be a reaction from your customers.”
Too often we forget the power of the choices we make in our business and how they shape what happens next.
It’s a choice to make it easy to be found online.
It’s a choice to make it simple to buy from you.
It’s a choice to be top of mind when your customer is ready to buy.
It’s a choice to bring value and connect.
It’s a choice to have the right systems and processes that capture and help convert leads.
The key is to design your business around the outcome you desire. Then create a show where you are the choice. If you don’t, your customer has plenty of other options. Just search cookies and cakes. It’s never just about the cookies or cakes (or about your product or service). It’s about how do you make me feel and do you make it easy for me.